The Veal Retail Marketing initiative just concluded its first consumer promotion, a “Free Groceries for a Year” sweepstakes which drew over 350,000 entries nationwide. The winner, Kathy Coons of Ohio, will receive $5,000 worth of Free Groceries Gift Cards from her local Kroger supermarkets. This promotion is just one of several key marketing efforts launched this year to entice home cooks to prepare veal in their kitchens.
A new Veal Summer Grilling Program kicks off this month to continue the success of the veal retail initiative, developed by the Veal Go to Market Strategy Team and funded by the beef checkoff. VealMadeEasy.com, the new consumer Web site, will feature easy summer grilling recipes and a consumer contest to win a second $5,000 in free groceries. Over 10 retail chains and 800 stores have signed on to support the Veal Sum mer Grilling Grocery Giveaway.
“Consumers are learning how easy veal is to prepare along with satisfying their desire to serve nutritious and delicious meals,” says Dean H. Conklin, CAE, executive director for Veal Marketing. “The feedback we are getting is positive all around.”
Program elements include the national sweepstakes, two corner recipe labels for chops and ground veal as well as a new partnership with the Mushroom Council. The on-pack labels include a recipe for “Simply Sensational Veal Chops” with a mushroom topping and a mushroom veal burger recipe from the famous Lobel’s of New York that will be sure to please grill masters of all levels.
Kroger, one of the nation’s largest retail grocery chains, employs more than 326,000 associates who serve customers in 2,475 supermarkets and multi-department stores in 31 states. Kroger operates stores under two dozen local banner names including Kroger, Ralphs, Fred Meyer, Food 4 Less, Fry’s, King Soopers, Smith’s, Dillons, QFC and City Market. In addition, Kroger associates serve customers in 764 convenience stores, 387 fine jewelry stores and 798 supermarket fuel centers the Company operates. Kroger also operates 40 food processing plants in the U.S. Headquartered in Cincinnati, Ohio, Kroger focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local schools and grassroots organizations in the communities it serves. For more information about the Company, please visit www.kroger.com.